LAS VEGAS — The YuMe-Samsung deal to deliver video ads on Samsung's smart TVs will help ads on TV become more targeted, said Scot McLernon, YuMe's Chief Revenue Officer, during an interview with Beet.TV at CES last week.
Ads served on connected devices can drastically improve the results of TV ads, since they're more focused and targeted, McLernon said.
The YuMe-Samsung deal also calls for YuMe and its partner Vizu to conduct a brand lift study with the marketer State Farm to measure how connected TV ads perform. YuMe has high hopes. "Because it's connected, we can tell who that consumer is and make the message relevant. Then everyone wins because everything on that screen is relevant," McLernon said.
Forrester Research has predicted that ad spending on digital video will reach $5.4 billion by 2016, up from $2 billion last year.
Disclosure: YuMe sponsored Beet.TV's coverage of CES.